- Explains how to use martech to add value in key areas of marketing including customer experience, automation, lead management, reporting and analysis
- Shows how to bring together different platforms and solutions into a joined-up martech stack and measure and monitor its success for maximum efficiency and impact
- Explores getting buy-in and scaling martech within organizations depending on their needs, size and budget
- Written by an industry expert who was named a Top Martech Marketer to Follow in 2020 by Martech Alliance and is a two-time Adobe Marketo Champion
- Contains case studies and examples from companies including General Electric, Tealium and Iterable, as well as frameworks, checklists, and interviews
The Martech Handbook
Build a Technology Stack to Attract and Retain Customers
Create and manage a powerful marketing technology stack that will add value and connect all key areas of marketing, with this jargon-free and easy-to-follow guide.
Key features at a glance
EAN: 9781398606449
Edition: 1
Published:
Format: 235x155
256 pages
About the book
Increase customer attraction, acquisition and retention by using technology to create seamless, effective and joined-up marketing.
It can be hard to know where to begin with the sheer number of platforms and solutions available to marketers today, as well as to use martech to its full potential. The Martech Handbook provides a clear and step-by-step framework for understanding and selecting various forms of marketing technology to drive business value in all areas of marketing, from CX, automation and lead management, to reporting and analysis as well as designing and orchestrating a tech stack that brings them all together.
This book also explores getting buy-in, scaling martech within organizations depending on their needs, size and budget as well as measurement, monitoring and governance. Written by an award-winning martech leader, it features case studies and examples from companies including Spotify and Amazon alongside frameworks, question checklists, and interviews with leading industry practitioners. This is an essential resource for augmenting your marketing and achieving key objectives through leveraging technology.
About the authors
Darrell Alfonso is an award-winning Martech leader with 15 years' experience managing marketing technology at startups and the world's leading enterprises. Based in California, he leads marketing operations at Amazon Web Services and has consulted for Fortune 500 companies such as GE, Abbot Labs and AT&T. He was named a Top Martech Marketer to Follow in 2020 by Martech Alliance and is a two-time Adobe Marketo Champion. He is also a marketing instructor and was previously VP of Communications at the American Marketing Association.
In an era of increasingly complex go-to-market strategies, Darrell Alfonso has helped capture some fundamentals that every Marketing Operations and Martech professional needs. What's more, it's an incredible resource for leaders to wrap their minds around the complex (and ever changing) landscape of Marketing Technology.
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